Friday 04^th July 2025 – IBSUniversity Campus

IBSUniversity was privileged have a special guest lecture on “The Psychology Behind Digital Marketing and Consumer Behavior “by experienced digital strategist, Ms. Khusboo Kr Singh.

Ms. Singh brings a unique blend of journalistic integrity, creative storytelling, and digital strategy to her professional journey. She began her career as a journalist with The Times of India, later transitioning into advertising as a senior copywriter. Her interest in ethical business practices led her to co-author a book on responsible corporate practices in Odisha. Over the years, she has led digital marketing initiatives for prominent brands such as Vedanta Aluminum Ltd., Audi, and Harley-Davidson Motorcycles. A strong advocate of knowledge-sharing, Currently, she is focused on sustainable living and actively promotes volunteerism and community involvement as part of her broader commitment to purposeful living.

The session provided our students with critical insights into how modern marketing works, why we buy the things we do, and how digital platforms can be powerful tools for entrepreneurship, communication, and change.

“In a world increasingly shaped by digital platforms, understanding how and why people engage online gives us the power to build meaningful brands, reach real communities, and tell stories that matter,” Ms. Singh said.

With that in mind and drawing from her exceptional experience as a digital marketer, Ms. Singh outlined six key digital principles in her presentation:

1. Why Do We Buy Online—Even When We Don’t Plan To?

Ms. Singh explained how platforms like Facebook, TikTok, and Instagram use psychological techniques to drive spontaneous purchases. These include emotional triggers, curiosity, urgency, and the human desire for instant gratification.

2. The Role of Storytelling in Marketing

It’s not just about selling a product—it’s about connecting with people’s emotions and identity. A standout example was a PNG youth who launched a successful t-shirt business using local slogans like “Mi stap strong” and “Yumi go yet”, creating a sense of cultural pride and community. His first 20 shirts sold out in just one week, all through a strategic Facebook campaign.

3. PNG Case Studies of Successful Digital Marketing

Students learned about real-life PNG case studies in which entrepreneurs and politicians have harnessed the power of digital marketing:

• Boss Lady Burgers (Idao Raka): A single mother from Lae who grew her home-based burger business using Facebook effectively.
• Kessy Sawang: A Member of Parliament who used video content to highlight infrastructure challenges in her electorate and advocate for change.
• Rufina Peter: Central Province’s first female governor, who strategically used digital media to engage and inform her constituents across the province.

4. Digital Marketing vs Traditional Advertising

Here, Ms. Singh drew the students’ attention to the cost-effectiveness of digital marketing compared to traditional media.

• A newspaper ad might cost PGK 3,000–10,000, while a Facebook ad can reach thousands for as little as 5 Kina per day—making it an accessible tool for students, small businesses, and startups.

5. How Targeted Marketing Works

Platforms track user behavior (likes, clicks, searches) to deliver personalized ads. For example, taking a selfie can trigger spa or beauty ads—because the system “learns” user interests quickly. This data-driven approach allows businesses to target the right audience at the right time.

6. Preparing Young Entrepreneurs for Success

Ms. Singh encouraged students to see digital platforms as tools for business growth, personal branding, and social impact.
Digital platforms are spaces where you can sell handmade items, promote services, or launch PNG-made products. But success begins with understanding your audience. Even politicians and educators now use these tools to connect and lead effectively.

This highly engaging session was not just an eye-opener for our current students, but also for aspiring entrepreneurs, future sponsors of student-led ventures, and members of the broader PNG community who are embracing the digital age.

Therefore, at IBSUniversity, we are educating and preparing our students to thrive in today’s fast-changing digital economy. Events like this ensure they are equipped not just with theory, but with practical tools and inspiration to make a difference in Papua New Guinea and beyond.